Email marketing is not dead! It can be an effective communication tool for nurturing your community of students, staff, and potential recruits and donors. In this session, we will discuss the strategy and benefits behind email marketing and tactics for implementing email marketing campaigns - including how to get started building your list, crafting your message, and measuring your results.

1. Katrina
Kokoska
DIY
Email
Marke.ng
@kkokoska
//
kkokoska@schipul.com

2. Who
Am
I?
@kkokoska

3. • Why
email
marke7ng?
• Ge;ng
started
• Cra>ing
and
sending
messages
• Measurement
and
management
What
We’ll
Cover
@kkokoska

4. • It
has
proven
value
• Engaged
audience
• Easy
to
measure
• Messages
have
long
shelf
life
• ROI
Why
Email
Marke.ng?
@kkokoska

5. People
Find
it
Valuable
@kkokoska

6. You
Have
an
Engaged
Audience
@kkokoska
40%
of
consumers
enjoy
receiving
a
substan7al
amount
of
marke7ng
emails
every
week
–
Blue
Kangaroo

7. Easy
to
Measure
@kkokoska

8. Longer
Shelf
Life
@kkokoska
• 23.6%
of
email
opens
occur
within
the
first
hour.
• A
Facebook
brand
post
will
get
half
of
it’s
reach
in
the
first
30
minutes.

9. ROI
@kkokoska
hSp://THEWEBSHOPPE.NET/email-­‐marke7ng/cost-­‐comparison-­‐email-­‐marke7ng-­‐vs-­‐direct-­‐mail/

10. ROI
Again
@kkokoska
hSp://blog.hubspot.com/blog/tabid/6307/bid/34032/An-­‐Inves7ga7on-­‐Into-­‐the-­‐
ROI-­‐of-­‐Direct-­‐Mail-­‐vs-­‐Email-­‐Marke7ng-­‐DATA.aspx

11. ROI
Again

12. Takeaways:
@kkokoska

13. @kkokoska
hSp://www.flickr.com/photos/29647247@N00/60963915/
GePng
Started
1. Define
objec7ve
2. Choose
your
ESP
3. Build
your
list

14. • Who
is/are
your
audience(s)?
• What
is
a
conversion
for
them?
– Loyalty
program
– Referrals
– Lead
nurturing
– Closing
Why
are
you
doing
this?
@kkokoska

15. • Fully
managed
• SaaS
• In-­‐House
Choosing
your
ESP
@kkokoska

16. • Price
• Commitment
• Templa7ng
features
• Repor7ng
• Reputa7on
Choosing
your
SaaS
Solu.on
@kkokoska

17. The
Usual
Suspects
@kkokoska

18. List
Building
-­‐
Do’s
and
Don’ts

19. • Add
checkbox
to
offline
forms
• Business
cards
• Event
registrants
• *Recent
consumers
DO:
Build
your
list
offline
@kkokoska

20. • Website
– Homepage
– Sidebar
– Contact
Form
– Check
out
– Event
Registra7on
• Facebook
• Blog
DO:
Build
your
list
online
@kkokoska

21. DO:
Segment
your
list
@kkokoska
Emails
that
have
been
tailored
to
specific
audiences
through
segmenta7on
get
50%
more
clicks
than
their
counterparts.
–
Marke&ng
Sherpa

22. DO:
Tell
them
what
they
will
receive
@kkokoska

23. DO:
Build
trust
immediately

24. DO:
Con.nue
growing
your
list
@kkokoska

25. • Buy
lists
• Harvest
email
addresses
or
copy/paste
• Precheck
the
box
• Add
folks
to
more
lists
than
they
agreed
to
• Send
to
folks
you
haven’t
sent
to
in
at
least
2
years
• Anything
else
that
sounds
shady
DON’T!
@kkokoska

26. Sender
Score:
Service
from
Return
Path.
Rates
sender
IP.
Sender
Reputa.on:
Also
calculated
by
email
networks
and
ISPs
Sender
Score/Reputa.on
@kkokoska

27. Controlling
the
Assault
of
Non-­‐
Solicited
Pornography
And
Marke7ng
CAN-­‐SPAM
Act
of
2003
@kkokoska
EACH
separate
viola7on
of
the
CAN-­‐SPAM
Act
is
subject
to
penal7es
of
up
to
$16,000

28. • Define
objec7ves
first
• Use
a
SaaS
solu7on
• Build
your
list
thoughlully
across
offline/digital
proper7es
• Don’t
be
shady
Takeaways:
@kkokoska

29. Cra[ing
and
Crea.ng
Your
Message
1.)
List
2.)
Subject
Line
3.)
Message
4.)
Landing
page
5.)
Timing
hSp://www.flickr.com/photos/24687645@N00/2826029311/

30. Do
it
first
Be
brief
and
explicit
Not
appropriate
for
the
hard
sell
Sense
of
urgency?
Avoid
SPAM
Terms
Localiza7on
not
personaliza7on
Use
your
company
name
Test
Subject
Lines
@kkokoska

31. @kkokoska
hSp://www.mailermailer.com/
Subject
Lines

32. The
Email:
Design
@kkokoska

33. • Your
CTA:
– Above
the
fold?
– All
roads
lead
to
CTA?
– Short
and
powerful?
– Redundant?
• How’s
your
subject
line
holding
up?
• Can
you
“Share
with
a
Friend?”
• Have
you
integrated
your
other
digital
proper7es?
The
Email:
Message
@kkokoska

34. • How
does
it
hold
up
across
email
clients?
• How
does
it
look
across
mobile
plalorms?
• Can
you
view
in
browser
and
as
plain
text?
The
Email:
Technical
Considera.ons
@kkokoska

35. @kkokoska

36. 1. Never
go
home
2. Focused
value
proposi7on
3. Clear
request
4. One
step
conversion
The
Landing
Page
@kkokoska

37. @kkokoska
The
Landing
Page
hSp://searchengineland.com/the-­‐value-­‐proposi7on-­‐test-­‐what-­‐is-­‐your-­‐pages-­‐cap7on-­‐141970

38. @kkokoska
The
Landing
Page

39. Timing
Considera.ons
@kkokoska
1. Who
is
your
audience?
2. What
7mezones
are
you
sending
to?
3. What
is
it
you
are
asking
them
do?

40. @kkokoska

41. 1. Use
an
explicit
subject
line
which
you
have
tested
2. Be
consistent
with
your
branding
3. Have
a
clear
CTA
which
links
to
a
focused
page
4. Schedule
thoughlully
(earlier
is
beSer)
5. TEST
TEST
TEST
Takeaways
@kkokoska

42. Management
and
Measurement
hSp://www.flickr.com/photos/87434398@N00/136165399/

43. • Bounce
=
Undeliverable
email
– Hard
bounce
– So>
bounce
• Bounce
Rate
=
#
hard
bounces/list
size
#1:
Bounce
Rate
@kkokoska

44. @kkokoska
Average
Bounce
Rate
hSp://www.mailermailer.com/

45. • Unsubscribe
–
Opt
out
• Unsubscribe
Rate
=
#
of
unsubscribes
/
list
size
#2:
Unsubscribe
Rate
@kkokoska

46. @kkokoska

47. • Unique
Open
Rate
–
The
#
of
people
who
open
a
message
• Open
Rate
=
#
of
opens
/
emails
sent
#3:
Open
Rate
@kkokoska

48. @kkokoska

49. • Click
Thru
–
Clicking
a
link
in
message
• Click
Thru
Rate
=
#
of
unique
clicks
/
#
of
links
X
recipients
#4:
Click
Rates
@kkokoska

50. @kkokoska

51. Conversion
–
Someone
did
the
thing
you
wanted
them
to
do.
Conversion
Rate
=
#
of
conversions
/
#
of
recipients
#5:
Conversion
Rate
@kkokoska

52. Are
You
Set
Up
for
Tracking?
Are
your
defined
goals
set
up
for
tracking?
Have
you
set
up
e-­‐commerce?

53. @kkokoska
Set
up
an
Assisted
Conversion

54. 1. Bounce/Unsubscribes
–
List
health
2. Open/CTR
–
Content
3. Conversion
–
Overall
performance
4. TEST
Takeaways
@kkokoska

55. Ques.ons?
Contact
Me!
Katrina
Kokoska
@kkokoska
kkokoska@schipul.com